Simply launching a new product in this hypersensitive, over-communicative society isn’t enough anymore. Opening a new building and hanging a sign out front is old and tired. Marketing to people through the “three screens” — television, computer, mobile phone—has lost its impact because people now have the power to immediately TiVo or delete you out of their space.

According to Kevin Roberts, CEO Worldwide of Saatchi & Saatchi, “You’ve got three seconds to impress me (the customer), three seconds to connect with me, to make me fall in love with your product.” That’s all you have, O Brilliant One — three seconds.

The moment customers interact with your organization, they will instantly judge if it is an authentic experience or the same old dry, dull, disjointed encounter. In their minds, it’s been there, done that.

Getting everyone on board

In my travels, I observe organizations that spend untold hundreds of millions of dollars reinvigorating themselves. Often, after launching the new television/Internet commercial, shifting their collateral material from paper to online, and announcing to the world that they are “new and improved,” customers experience and know the truth: it’s old wine in new skin.

Meanwhile, everyone inside the organization is waiting for sparks to fly and be launched into the stratosphere. Yet in a few months’ time, reality sets in and the brand “star” comes crashing back to earth. Why does this happen? Because too many organizations and leaders believe that reinvigorating with a new vision is a top-down rather than a bottom-up proposition.

Well, truth be told, the employees who are closest to the customers have some of the answers. However, if you never talk to them — never solicit their input — and only tell them what to do, they will disown your vision because they won’t feel the vision promise in their gut. Instead of being passionate champions, they operate under the belief, “I’ll just do my job and be gone, because leadership doesn’t care about me, nor do they truly believe in giving us an ownership stake.”

To ignite a fresh vision that enables customers to achieve their goals, your brand vision must live in the hearts and minds of every team member, from the front line to the executive suite. If your vision thrives and stands the test of time, it will do so because each individual feels a significant sense of ownership.

Try these methods to ignite your passion:

Mine your motivator

Commit emotionally

Be a chief breakthrough officer

Mine your motivator

To ignite a vision, you must do the inner work to discover what motivates you — the source of your energy. Some of you may be aware of a term “gumption trap,” which Robert Pirsig coined in his famous 1974 best seller, Zen and the Art of Motorcycle Maintenance.

This term refers to a mindset that causes a person to lose enthusiasm and discourages him/her from starting or finishing a project. The book describes a 17-day motorcycle journey across the United States by the author, his son, and two close friends. It contrasts personality types, those interested mostly in romantic notions and those who are rationally analytic and need to know the details. This contrast comes to light in the divergent ways the characters go about repairing (or not) their motorcycles. It eventually becomes apparent that motorcycle maintenance may be tedious or pleasurable, depending on one’s attitude.

This metaphor of having gumption has become a popular method of illustrating the importance and the effect of having a genuine passion for something.

Every person is motivated by something in particular...maybe not motorcycle maintenance, but who knows? When you know what motivates you, life becomes an exciting adventure. You are driven by your passion, and you have a reason for getting out of bed in the morning. This kind of energy is natural and essential for personal success.

Mine your motivator tool

This tool will help you drill down to unearth your primary motivator. It will help you find out what really sets you on fire, what makes your hair blow back, and the nape of your neck tingle.

Part One

Ask yourself what kinds of motivators, or payoffs, you seek in anything you do. For example, you may get a sense of satisfaction by making a difference, by helping people, or by overcoming barriers to meet a goal.

To get you thinking, review the list of drivers, or motivators, shown following Part Three, and circle seven that speak to you as the ones that impact you most.

Part Two

Review the seven choices you circled and select the top three that most motivate you, and record them in the space below.

Examine your top three motivators and select the one that you consider your core motivator. Record it in the trian- gle below.

Part Three

How does knowing your core motivator help you commit to your personal best?

What can you do more of?

How will knowing your core motivator help you begin to shift toward your goals?

What can you do more of?

Simon T. Bailey teaches influencers how to change the world. He is the creator of The Shift System, which shows you how to increase your personal and business results. This is based on his latest book, "Shift Your Brilliance – Harness the Power of You, Inc."

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